Creator marketing has become a permanent fixture in brand strategy, but the industry is still treating campaigns as temporary investments. The real value may come from what happens after the campaign ends.
Read MoreThe holiday shopping season is shaping up to be bigger, more competitive and more complicated than ever. Consumers are spending, but they’re also scrutinizing every purchase. Here’s what marketers need to understand before the year’s biggest shopping event.
As AI reshapes how consumers find and evaluate products, marketers are racing to improve visibility in AI-generated recommendations. But the real competitive advantage may have less to do with search optimization and more to do with the people willing to recommend a brand. For years, brands have invested heavily in…
Consumers are discovering apps through personal recommendations, questioning subscription value, and approaching AI-driven discovery with skepticism. For marketers, the next phase of app growth will depend less on acquiring downloads and more on earning a permanent place in people’s lives.
As financial anxiety reshapes holiday shopping behavior, marketers face a fundamental challenge: generating demand is no longer enough when consumers are increasingly uncertain about their ability to spend.
NordVPN’s new partnership with the Los Angeles Lakers is the latest example of a growing relationship between technology brands and professional sports.
As AI agents take control of product discovery, comparison and purchasing, marketers face a fundamental challenge to how brands create value. The real threat isn’t that consumers will stop caring about brands, but that brands may lose the opportunity to influence the decisions consumers increasingly delegate to machines.
Jenna Bromberg inherits one of America’s most recognizable fast-food brands, but recognition is no longer translating into growth
Read MoreKitKat’s partnership with Candy Crush Saga offers a useful case study in what happens when brands stop treating collaboration as a media shortcut and start treating it as a creative discipline, building an experience around a shared consumer truth rather than simply placing two familiar logos beside each other.
Dolly Parton’s extraordinary career leaves behind more than songs, businesses and philanthropy; it leaves marketers with a masterclass in how authenticity, consistency and generosity become enormously valuable when they are practiced for a lifetime rather than deployed for a campaign.
Cannabis has spent years waiting for regulation, platforms and consumers to catch up with the industry. In 2026, the bigger challenge is becoming clear: legalization can create a market, but only marketing discipline can create enduring brands.
Print advertising does not need to beat digital on targeting, scale or measurement to become more valuable to marketers. Its opportunity lies somewhere more interesting: offering consumers a different kind of advertising experience at precisely the moment the digital one is becoming exhausting.
The appointment of Tariq Hassan to the newly created role of Chief Marketing and Customer Growth Officer offers a useful glimpse at where the CMO function is heading, as brand building, customer experience, digital engagement and commercial growth increasingly become parts of the same job.
YouTube’s decision to count a view as soon as playback begins brings it closer to TikTok and Instagram, but the bigger consequence may be the final erosion of the view count as a meaningful measure of creator performance.
